Meghan Markle has been advised by a public relations expert to avoid repeating past missteps as she prepares to launch a new product under her lifestyle brand.
The Duchess of Sussex plans to introduce a Napa Valley rosé through her brand, As Ever, on July 1 — a date that also marks the birthday of Princess Diana. Publicist Eric Schiffer cautioned Meghan against creating artificial demand by allowing the product to sell out too quickly, a pattern seen with her previous brand launches. In both cases, the items sold out within an hour, which he suggests could frustrate potential customers if repeated.
Schiffer described the practice as "scarcity theatre" rather than a sound business strategy, noting that even though inventory reportedly increased nearly tenfold, the products still vanished from shelves almost instantly. He criticized the move, suggesting that releasing the wine on Diana’s birthday risks appearing opportunistic rather than meaningful.
He warned that if the rosé sells out in mere hours again, customers might perceive the brand as inauthentic or even deceptive, which could damage its credibility. He added that such a pattern could lead people to dismiss the product as a marketing gimmick rather than a genuine offering.
Meghan launched her brand As Ever in April, introducing a variety of products including crêpe mix, floral shortbread cookies, herbal teas, limited-edition wildflower honey, and raspberry spread.
